Cheri Carter to lead fundraising for PBS

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The new executive director of the PBS Foundation, Cheri Carter, has her hands full as the organization plans to raise and spend $25 million over the next five years.

"Overall, undertaking this challenge is personally and professionally rewarding," Mrs. Carter said. "I am most excited about helping to contribute to the mission and goals of public broadcasting."

The foundation was formed last June to help ensure the long-term financial stability of the Public Broadcasting Service and its member stations.

As director of the foundation, she will lead its efforts to seek, cultivate and receive gifts and grants nationally.

Some of her biggest challenges will be strengthening PBS' overall finances and competing with cable and satellite television, she said.

"In a single sentence, I would say that the PBS Foundation's greatest challenge is finding creative approaches to continue funding an American tradition -- public broadcasting," she said.

She will work with the PBS Foundation board and its 348 member stations to expand the PBS donor base.

"The success that our stations around the country have accomplished in raising money is amazing," she said. "I am excited about developing great partnerships with them that will be mutually beneficial to all."

Peter Hero, chairman of the PBS Foundation, said the organization is fortunate to have landed Mrs. Carter.

"Cheri brings to this position an outstanding track record in building national programs combined with exceptional energy and passion for the mission of public television," Mr. Hero said.